Creating Strategic Interactive Content for B2B Marketing

Using Interactive Content Data as a Strategic Weapon
Presented by:
ion interactive
&
SqueezeCMM

“Enter interactive content. On the battleﬁeld that is
content marketing, reading, watching, listening to, or
downloading something may be the equivalent to ﬁring
a shot, but getting a prospect emotionally involved via
interaction is a hit.”  
Barry Feldman on the Kiss Metrics Blog

“A Study in Brand Transformation” by Skyword and Researchscape International
of B2C and B2B enterprise marketing leaders across 40 industries.
91% of B2B buyers want interactive content for
on-demand consumption, but only 36% of
marketers are producing it!

Interactive content:
Browser-based digital content experiences designed 
for visitor participation
Interactive content typically includes a
feedback loop in which the outcome
of the experience is directly impacted
by the interaction of the visitor.

Think: Quizzes, calculators,
conﬁgurators, assessments,
interactive white papers, guides,
eBooks, etc.

static content: interactive content:
audience: consumes participates
delivers: information youtility
examples:
blogs
ebooks
reports
white papers
quizzes
assessments
calculators
conﬁgurators

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Quizzes
Quizzes are addictive little buckets of fun that can generate leads and social shares
at pretty amazing rates. People like to compete to win recognition almost as much as
they love to compete for more tangible prizes.
Use: early in the buyer’s journey.

Lookbook
Lookbooks slice straight through the verbal clutter with powerful, attention-grabbing visuals.
Early in the journey, they provide visually-driven products or concepts with an engaging,
simple canvas. They can also result in strong social sharing and lead-gen performance.
Use: all stages of the buyer’s journey

Interactive Infographic
Interactive infographics turn facts and soundbites into engaging and entertaining fun. Using
them early in the buyer’s journey generates social sharing. They are also highly measurable
— revealing which factoids are most compelling for people.
Use: early & mid in the buyer’s journey.

Calculators
When you want to illustrate potential quantiﬁable outcomes, calculators are the go-
to marketing app. They can provide compelling, hard evidence that builds credible
need in the critical nurture period between attention and action.

Solution Builders
Solution builders answer the question — what is right for me? The help the buyer
understand conceptually what they need. This makes solution builders invaluable in
mid-journey qualiﬁcation.

Configurators
Configurators are a specific version of solution builders — enabling buyers to match
their needs to your product, service or solution. This provides immediate feedback to
marketing and sales to qualify and surface the most qualified prospects. Used late in
the buyer’s journey.

eBooks
Great for longer format content. It’s especially effective as a 'create your own story'
version where the behavioral feedback loop to sales and marketing illuminates
pains, opportunities and qualiﬁcation.

Interactive White Papers
The ‘snackable’ version of eBooks, can provide snippets of expandable content allowing
the visitor to determine how deep they want to go. Highly visual, typically including
several engaging elements including content quizzes, very effective at allowing visitors to
step through your story. Can surface great behavioral insights to sales.

Assessments
When it’s time to truly engage in a useful dialog, it’s time to put assessments to
work. They’re strategically designed to identify pains and opportunities while
providing genuine value and recommendations to buyers. Assessments are great
for engagement for early stage buyers and for education of a middle stage buyer.

Digital is more  
than half 
of a Buyer’s
Journey
 
 
Demand Metric Digital Body Language Benchmark Study, June 2015

78 percent of B2B professionals
worldwide say content is very important
to the effectiveness of the sales process.  
Qvidian

A buyer’s journey through static content
• View an infographic

• Register to download a white paper

• Click through an email to download  
a best practices guide

• Read a blog post

• View product pages

• Download a solution  
brochure

• View the “getting started” 
page

• Attend a webinar

• Watched a video

• Contacted sales

• Interact with an interactive  
infographic

white paper

• Register to download a 
white paper

• Answer a 15-question self  
assessment

• Conﬁgure a solution builder

• Use an ROI calculator

• Use an implementation  
calculator

• Contacted sales
A buyer’s journey through interactive content

The Tale of Two Journeys
infographic
white paper
• Complete a quiz
• Register to download a white  
paper
• Answer a 15-question self  
assessment
• Conﬁgure a solution
• Use an ROI calculator
• Use an implementation calculator
• Contacted sales
RICH INSIGHTS TO  
SURFACE TO SALES• View an infographic
• Register to download a white
paper
• Click through an email to
download a best practices
guide
• Read a blog post
• View product pages
• Download a solution brochure
• View the “getting started”
page
• Attend a webinar
• Watch a video
• Contact sales
PASS/FAIL VS

It’s hard to surface buyer
insights & meaningful digital
body language without
interactions.

Digital Body
Language
Digital body language—clicks, page views and downloads o
pass/fail content aren’t that useful for sales.

Digital Body Language
Lots of
Really not that useful!

Show sales how the buyer completed an assessment
and what it means
Interactive content participation & interactions can be
surfaced to sales in a meaningful way.

Show sales what the buyer calculated

Show sales how the buyer scored in a quiz

And sales wants the type of information that can be surfaced
from interactive content!

© 2016 SqueezeCMM Inc. All Rights Reserved.
Strategic Interactive Content:  
Creating Conversion Assets
Presented by: Jennifer Evans
Co-Founder, SqueezeCMM

Conversion Asset: What is it?
• A tool, often interactive
that assesses a
customer's environment
or needs
• Assesses or diagnoses
or qualifies a prospective
customer.

Why Strategic Interactive Content?
• Powerful insights for the
marketer
• Powerful value to the
customer
• Multifunctional: service,
sales, marketing, social,
webinars
• Ability to identify
environment and qualify
leads

Why Strategic Interactive Content?
• Identify the right prospect with
the right questions
– Eliminate bad fits immediately
• Build trust with the right
prospects
– A well targeted needs assessment says:
You get me!
• Qualify those who prefer not
to interact
– Introverts are among us!  
= YOU GET
ME!

What kinds?
• Needs Assessments
– Understand environment,
requirements
• Preparation Checklists
– Prepare for a project or
task (eg audit, campaign)
• Readiness Assessments
– Do you have the required
resources to get the job
done?
• Engagement Roadmaps
– What does a successful
engagement look like and
what are the milestones
and timelines?

Getting Started
WITH SALES
• Book a meeting with sales
• Explain that you are building
this tool ... for better lead
generation and more qualified
leads
• Ask for questions they ask
customers
• Decide length and input
method
• 17-25 questions is optimal
• Will it come with outcomes?
WITHOUT SALES

• Book meetings with 5
customers and prospects
• Ask about their environment
and what makes a solution a
good fit
• Problems and issues
• Distill conditions for success
from this feedback
• Turn into an assessment

Case Study: CERYX
• Email service provider
• Needs assessment helped determine the best fit
for the customer’s environment or factors they
should consider.
• Doubled their leads with 63% of them coming
from needs assessments

Example: New TV
• What kinds of questions could you ask for a
needs assessment for a new TV?

TV Purchase Questions
• What will it be used for primarily?
• Where will the TV go?
• Will it be wall mounted or not?
• Who will be using it?
• Will it need internet, gaming console and other
connections?
• Does it need smart functionality?

CMM Needs Assessment
• What kinds of questions would be
useful?
▪ Objectives
▪ Existing MarTech infrastructure
▪ Data gaps
▪ Types of roles
▪ Types of function

How Is It Deployed?
• As a discussion tool
• As an interactive tool recording answers
• As an interactive tool recording answers and
providing an outcome on the spot
• As an interactive tool recording answers and
leading to a conversation with a rep re outcome

We Will Share Our CMM Assessment
Would love your feedback!
info@squeezecmm.com

Interactive content
effectiveness

Comparing interactive to passive content, interactive  
content is somewhat or very eﬀective at...
generating conversions
VS
36%
INTERACTIVE CONTENT STATIC CONTENT
%
70%
42

educating the buyer
93%
VS
70%
INTERACTIVE CONTENT
43
STATIC CONTENT

diﬀerentiating from competitors
88%
VS
55%
INTERACTIVE CONTENT
44
STATIC CONTENT

being shared
38%
VS
17%
INTERACTIVE CONTENT
45
STATIC CONTENT

The writing is  
on the wall:
interactive content is  
the future of content
marketing.
BuzzStream
“
”

@squeezecmm
info@squeezecmm.com
@ioninteractive
info@ioninteractive.com

Creating Strategic Interactive Content for B2B Marketing

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Creating Strategic Interactive Content for B2B Marketing